Wouldn't you like
to get inside your prospects' heads to
find out what they really want to know
about your products or services? It turns
out that there are some fairly universal
questions that are on most people's minds
when they read your marketing materials.
Now's a good time
to take a fresh look at your company's
sales literature (including your web site).
If the questions posed in the article
below aren't being addressed, give me
a call. It's time for a rewrite!
Linda Coss
949-699-2749
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Inside
the Minds of Your Prospects |
When
someone is looking at your marketing materials
and deciding if they should call you, what
might be running through their head?
Whether
consciously or subconsciously, there are
a few universal things that most of your
prospects want to know. Here are two very
important questions that your marketing
materials must answer, and ways that you
can make sure they do:
-
Can
I Trust and Rely on You? If you want
people to fork over their hard-earned
money to purchase your products or services,
you must first build trust and establish
credibility. People need to have confidence
in you and your products. You can establish
this by:
-
Demonstrating
your professionalism, including
having well-written and professionally-designed
materials. A website filled with errors,
for example, does not build credibility.
-
Providing
testimonials. Don't keep all that
glowing praise from objective third
parties to yourself.
-
Making
believable claims. Hype and puffery
does not build trust. Yours might
not be the "most incredible offer
in the history of the planet."
- Sharing
your history. If your company has
been successfully serving your market
for many years, you must be doing something
right.
- What's
in It for Me? How will your products
or services simplify or improve my life,
solve my problems or meet my needs? Speak
to this unasked question by:
- Focusing
on the benefits of your product
or service. As they say in sales, sell
the sizzle, not the steak.
- Demonstrating
the value of what you have to offer.
- Offering
to do the "hard work"
for your clients, and letting them take
the credit (my ghost writing services
are a great example of this).
- Making
customers feel special in some way.
Successful
marketing materials answer these questions,
appealing to the reader's needs and emotions
to engage and sell.
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| Customer
Spotlight: Clark's Auto Body Express |
Clark's
Auto Body Express is an independently owned
and operated auto body shop. Clark's provides
collision repairs, bringing autos back to
their original pre-accident condition, as
well as restorations, dent repair, auto
painting, and more.
I teamed up with Leah Ligotti of Graphically
Speaking to create a tri-fold brochure
for Clark. Click
here to take a look -- and learn why
it's to your advantage to go to an independent
shop versus one that is allied with the
auto insurance companies.
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2009 Linda Marienhoff Coss |
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About Linda
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Linda
Coss is a freelance marketing writer who helps
businesses become more profitable by writing
persuasive, targeted and effective messages
for their brochures, websites, letters, ads,
fliers, press releases, newsletters and other
written materials.
Whether
you need something written "from scratch"
or want a professional to edit what you've
created, Linda is your on-call marketing writer.
For
more information
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